The Campaign

Our client – City of Dreams – is a luxury hotel, casino and leisure destination located in Macau. With dozens of rival properties vying for customers it’s essential to stand out from the crowd with offers and attractions that capture the imagination. To drive footfall to the resort we tapped into the high-profile rise of robotics and AI to create an integrated campaign themed around a ‘robot invasion’. At the core of campaign we created a band of futuristic androids who would appear in all of our communications.

Creative Execution

City of Dreams is a high-end luxury destination, so our robots had to reflect that sensibility. Each robot needed to look futuristic, but also have an air of sophistication, therefore the design aesthetic was a seamless integration of high tech and high fashion. Executed in 3D, we selected luxurious materials such as gold and fur to integrate into each design. Emphasis was put on the heads of our characters, each having a reflective black face that hinted at their mysterious origins. Exotic textures and cutting-edge materials also contrasted to achieve an avant garde look. We also created ultramodern clothing and accessories to accent each character, including jackets, breastplates and shoulder guards. Each robot was then placed on a high contrast background to emphasize its form and features and lend the composition a high-fashion feel. Our eye-catching visuals were run as print, outdoor and online, including short video clips where our robot characters came to life.